TABLE OF CONTENTS

EXECUTIVE SUMMARY----------------------------------------------------------------------1INTRODUCTION
---------------------------------------------------------------------------------------------------------------------------------2
PRODUCT DESCRIPTION--------------------------------------------------------------------------------------------4
ENERGY-----------------------------------------------------------------------------------------------------------------4
SPEED--------------------------------------------------------------------------------------------------------------------5
ZABARDAST-------------------------------------------------------------------------------------------------------------6
ZABARDAST PLUS------------------------------------------------------------------------------------------------------7
GEAR UP----------------------------------------------------------------------------------------------------------------8
HYDRAULICS-----------------------------------------------------------------------------------------------------------9
SITUATIONAL ANALYSIS------------------------------------------------------------------------------------------10
MARKET CHARACTERISTICS----------------------------------------------------------------------------------------11
DEMOGRAPHICS & PSYCHOGRAPHICS----------------------------------------------------------------------
SPEED-----------------------------------------------------------------------------------------------------------------------11
ENERGY--------------------------------------------------------------------------------------------------------------------12
ZABARDAST--------------------------------------------------------------------------------------------------------------13
HYDRAULICS-------------------------------------------------------------------------------------------------------------14
SOCIAL AND CULTURAL FACTORS-------------------------------------------------------------------------15
MARKET GROWTH TRENDS-----------------------------------------------------------------------------------16
ENVIRONMENT ANALYSIS-------------------------------------------------------------------------------------------17
COMPETITIVE ANALYSIS--------------------------------------------------------------------------------------17
Chevron Pakistan Limited-------------------------------------------------------------------------------------------------18
Shell Pakistan Limited-----------------------------------------------------------------------------------------------------19
Pakistan State oil------------------------------------------------------------------------------------------------------------20
Total Atlas Lubricants-----------------------------------------------------------------------------------------------------20
Haroon oil Limited---------------------------------------------------------------------------------------------------------21
Mobil Askari Lubricants.--------------------------------------------------------------------------------------------------21
COMPARISON WITH THE COMPETITORS------------------------------------------------------------------------22
ECONOMIC AND BUSINESS CONDITIONS----------------------------------------------------------------24
TECHNOLOGICAL ENVIRONMENT-------------------------------------------------------------------------24
LEGAL AND GOVERNEMENT ENVIRONMENT-----------------------------------------------------------28
SPECIAL INTEREST ENVIRONMENT------------------------------------------------------------------------29
THE COMPANY--------------------------------------------------------------------------------------------------------30
PRODUCT OFFERING-------------------------------------------------------------------------------------------------31
POSITIONING----------------------------------------------------------------------------------------------------------32
SWOT ANALYSIS------------------------------------------------------------------------------------------------------33
STRENGTH-------------------------------------------------------------------------------------------------------------33
WEAKNESS------------------------------------------------------------------------------------------------------------33
OPPORTUNITY---------------------------------------------------------------------------------------------------------34
THREAT----------------------------------------------------------------------------------------------------------------34
OBJECTIVES AND GOALS-----------------------------------------------------------------------------------------35
FINANCIAL OBJECTIVES---------------------------------------------------------------------------------------------36
MARKETING OBJECTIVES--------------------------------------------------------------------------------------------37
MARKET STRATEGY------------------------------------------------------------------------------------------------38
SEGMENTATION-------------------------------------------------------------------------------------------------------39
DEO-----------------------------------------------------------------------------------------------------------------39
GEO/CNG----------------------------------------------------------------------------------------------------------40
MOTOR BIKES/TWO STROKE ENGINES--------------------------------------------------------------------41
INDUSTRIAL LUBRICANT--------------------------------------------------------------------------------------42
AGRI-MACHINERY & OTHER EARTH MOVING VEHICLES--------------------------------------------43
TARGET MARKET-----------------------------------------------------------------------------------------------------44
 POSITIONING----------------------------------------------------------------------------------------------------------45
BRAND MANAGEMENT----------------------------------------------------------------------------------------------45
MARKETING MIX-----------------------------------------------------------------------------------------------------46
PRODUCT--------------------------------------------------------------------------------------------------------------47
PACKAGING-----------------------------------------------------------------------------------------------------------52
PLACE------------------------------------------------------------------------------------------------------------------54
DISTRIBUTION STRATEGY------------------------------------------------------------------------------------55
PRICING----------------------------------------------------------------------------------------------------------------61
PROMOTION-----------------------------------------------------------------------------------------------------------62
CONTROLS--------------------------------------------------------------------------------------------------------------65
MARKETING ORGANIZATION----------------------------------------------------------------------------------------66
MARKETING RESEARCH---------------------------------------------------------------------------------------------67
CRM PLANS----------------------------------------------------------------------------------------------------------69
IMPLEMENTATION----------------------------------------------------------------------------------------------------70
CONTINGENCY PLANNING-------------------------------------------------------------------------------------------71
ANNEXURE--------------------------------------------------------------------------------------------------------------72
Appendix-------------------------------------------------------------------------------------------------------------------78